Forbes: Haier tops China's brand-name list

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Last updated at: (Beijing Time) Sunday, February 08, 2004

Forbes: Haier tops China's brand-name list

China's household appliance giant Haier was named as the country's most valuable brand-name company in the January issue of the Chinese version of Forbes Magazine.

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China's household appliance giant Haier was named as the country's most valuable brand-name company in the January issue of the Chinese version of Forbes Magazine.

According to the article, titled "China's Most Promising Brands," Haier, headquartered in Qingdao, a coastal city in east China's Shandong Province, has become the largest household appliance manufacturer on the Chinese mainland and a major supplier to the world market since 1984.

The company provides 250 types of household appliances, including dish washers, microwave ovens and refrigerators, in Wal-Mart and Costco outlets in the United States, and more than 1,000 wholesalers and retailers across the world.

The company started to manufacture products in the United States in 2000, attracting international applause for its flexibleproduct differentiation strategies aimed at exploring the global market.

The Beijing Famous Brand Asset Evaluation Company, London-basedAccess Asia and China's independent brand assets evaluators contributed materials and opinions to the Forbes article.

Recently, Haier was also named one of the world's 100 most recognizable brands in an global name brand list edited by the World Brand Laboratory (WBL).

As the only Chinese brand on the list, Haier was ranked 95th after such household names as Coca-Cola, McDonald's and Nokia, which were the top three.

The list was edited after a six-month study and analysis of 1,000 leading brands in the world according to the economic use method, a recognized method in international finance and sales.

The appraisal standards include the popularity and reputation of the brands, consumer knowledge, recognition, preference, sales and satisfaction, among which brand reputation is regarded as the key to appraising recognizability.

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